The campaign uses the IndieGoGo platform to secure donations in exchange
for pre-ordering the product and receiving additional rewards.

Jointly developed between Naked Communciations and Good Goods the
initiative is the latest example of crowd-funded support for start-ups.

As
part of the campaign, GoodGoods CEO, Simon Griffiths, has committed to
remaining seated atop the official Who Gives A Crap toilet until the
campaign raises its first $50,000.

Help get Simon off the loo by visiting http://whogivesacrap.org/ and telling your friends #whogivesacrap

Says Griffiths: "I'm not leaving this toilet until we raise $50,000."

Although the Who Gives A Crap product is undoubtedly cheeky, it's addressing a very serious problem. 2.4 billion people (almost 40% of the world's population) do
not have access to basic sanitation. This results in water borne
illnesses that kill 4,000 children under the age of five every single
day. This problem is one hundred percent preventable, but at current
rates of sanitation improvement will not be addressed globally until
2080.

That's why Griffiths and his team created Who Gives A Crap.

Says Griffiths: "This is a new line of toilet paper that uses 50% of its
profits to build toilets and improve sanitation in the developing
world. In collaboration with WaterAid, we're helping the world's poorest
people access clean water, sanitation and hygiene education. A product
that everyone needs is now helping those in need."

Recipients of several business plan awards and international
fellowships, the team working on Who Gives A Crap have spent the last
two years perfecting the product, coordinating logistics and developing
the launch strategy. After extensive product testing the start-up is
'ready to roll'.

Says Griffiths: "Our final step is to place our first bulk production order and now we need the help of the public."

To fund the production run, Griffiths today announced the launch of Who
Gives A Crap's official crowdfunding campaign. The mission is simple: to
raise a minimum of $50,000 to produce the first bulk lot of toilet
paper, suitably entitled First Edition. Who Gives A Crap supporters on
IndieGoGo get to pre-order the product and receive additional rewards.

Griffiths' unyielding conviction has inspired a personal pledge well
beyond the call of duty. Griffiths is quite literally sitting down for
what he believes in, announcing that he will remain seated atop the
official Who Gives A Crap toilet until the crowdfunding campaign raises
its first $50,000. His pledge, like his conviction, is indefinite and
can be witnessed now via a live webcam at whogivesacrap.org

Take some Nikki Reed's " Give a shit " and mix in some Mike Dubin with "Dollar shave club" and you've got Simon Griffiths in "Who Gives a Crap". It must be hard to sell an original idea when it's NOT original.